visit for more http eBookBits com Your Source For Knowledge HARRY POTTER This page intentionally left blank H A R R Y P O T T E R The Story of a Global Business Phenomenon Susan Gunelius Susan Gunelius 2008 All rights reserved No reproduction copy or transmission of this publication may be made without written permission No paragraph of this publication may be reproduced copied or transmitted save with written permission or in accordance with the provisions of the Copyright Designs and Patents Act 1988 or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency 90 Tottenham Court Road London W1T 4LP Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages The author has asserted her right to be identi ed as the author of this work in accordance with the Copyright Designs and Patents Act 1988 First published 2008 by PALGRAVE MACMILLAN Houndmills Basingstoke Hampshire RG21 6XS and 175 Fifth Avenue New York N Y 10010 Companies and representatives throughout the world PALGRAVE MACMILLAN is the global academic imprint of the Palgrave Macmillan division of St Martin s Press LLC and of Palgrave Macmillan Ltd Macmillan is a registered trademark in the United States United Kingdom and other countries Palgrave is a registered trademark in the European Union and other countries ISBN 13 978 0 230 20323 5 ISBN 10 0 230 20323 X This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources Logging pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin A catalogue record for this book is available from the British Library A catalog record for this book is available from the Library of Congress 10 9 8 7 6 5 4 3 2 1 17 16 15 14 13 12 11 10 09 08 Printed and bound in China To Brynn Daniel and Ryan for reminding me how much fun it is to be a child and to Scott for staying young with me This page intentionally left blank C O N T E N T S Introduction The Making of a Global Literary Phenomenon xv Preface Acknowledgements Chapter 1 The Book that Lived Unremarkable Beginnings Harry Potter is Born The Cinderella Story Taking a Chance on Harry Potter Serendipity Strikes a Third Time Harry Potter Comes to America An Introduction to Branding Chapter 2 Chapter 3 Chapter 4 The Value of a Good Product Setting the Stage for Marketing and Promotion Start with a Product People Need Harry Potter as a Marketable Product and Brand The Competitive Environment Building the Harry Potter Brand Creating Customer Loyalty The Buzz Begins It Started with a Good Product and a Cinderella Story Creating Awareness and Driving Sales Emotional Involvement Gives the Buzz Momentum Harry Potter A Cult Brand The Buzz Builds The Online Buzz The Word of mouth Marketing Success of Harry Potter Harry Potter as a Powerful Product and Brand An Education in Marketing and Promotion Part 1 Creating the Brand J K Rowling as Brand Guardian Relationship Marketing vii xi xiii 1 2 3 4 5 6 8 9 11 11 12 13 17 19 23 25 26 27 28 29 31 32 36 36 36 37 C O N T E N T S 38 The Value of the Harry Potter Brand 39 Harry Potter as a Societal Brand 39 Part 2 Promoting the Brand Pull Marketing 39 Word of mouth Marketing Drives Strategies and Tactics 41 42 Perpetual Tease Marketing of Harry Potter The Integrated Marketing Strategy of Harry Potter 44 What Can We Learn from the Marketing of the Harry Potter Brand Chapter 5 Harry Potter s In uence on Print Publishing Risk Equals Reward Release Dates and Midnight Parties Breaking Records and Shaking Up the Bestseller List Distribution and Logistics Challenges Genre Changes Brand Extensions and Packaging Strategies within the Literary Marketplace Chapter 6 Harry Potter s In uence on Movies and Television 62 Bringing Harry Potter to the Big Screen 62 A New Harry Potter Buzz Begins with the Help of Perpetual and Tease Marketing Maintaining Secrecy and Combating Piracy Harry Potter on the Small Screen Chapter 7 Harry Potter s In uence on Retail Record breaking Sales of the Harry Potter Series Drive Chapter 8 Traf c and Revenue for Booksellers Online Retailers Price Discounting Marketing Tie ins and Distribution Strategies Brick and mortar Booksellers Price Discounting Marketing Tie ins and Promotional Events New Legal Issues for Booksellers Changes to the Brick and mortar Bookstore Footprint Harry Potter s In uence on Merchandising The History and Power of Merchandising Protecting the Harry Potter Brand from Overmerchandising Merchandising Harry Potter Audio Books DVDs Soundtracks and Video Games in the Merchandising and Brand Extension Mix Unique Harry Potter Merchandising Efforts Leave Them Wanting More Chapter 9 Harry Potter s In uence Online The Internet Drives Word of mouth Marketing Fan Sites viii 46 50 50 52 53 54 56 63 70 71 74 74 75 78 81 81 86 86 87 88 91 93 94 97 97 98 Chapter 10 Chapter 11 C O N T E N T S Leveraging the Internet to Promote and Sell the Harry Potter Brand Harry Potter Websites Harry Potter Continues to Live Online The Impact of Harry Potter on Viral and Social Media Marketing Harry Potter Becomes a Theme Park The Idea for a Theme Park Building a Harry Potter Theme Park Retaining the Integrity of the Harry Potter Brand The Wizarding World of Harry Potter Buzz Begins Universal and Warner Bros Know How to Promote Movie and Character Themed Attractions The Competitive Marketplace Will The Wizarding World of Harry Potter Live Up to Fans Expectations Harry Potter s Global Business and Personal Impact The Harry Potter Brand Has Far reaching Effects for the Business World The Personal Impact of Harry Potter through Its Global Appeal The Social Impact of Harry Potter Grows Online Superfans Conventions and More Social In uences The Future Chapter 12 Predecessors to Harry Potter s Success Who Else has Gotten it Right or Wrong Literary Case Studies Graphic Novel and Comic Book Case Studies Chapter 13 What is Next for Harry Potter and the World Affected by the Boy Who Lived The Return of Harry Potter Harry Potter as the Pioneer Brand and the Likelihood of Similar Successes Late Entrant Strategies Potential Market Followers and Market Challengers Matching the Success of Harry Potter Chasing Catching and Surpassing the Success of Harry Potter Chapter 14 Conclusion Recreating a Literary Phenomenon 161 Bibliography Index ix 100 102 103 104 107 107 108 108 109 110 111 113 117
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